Well, as this chart from Statista shows, one potential reason is how — despite its struggles to gain users — Twitter is still very visible to a big digital audience. According to a Verto Analytics survey of 20,000 US internet users over 18, Twitter is the sixth-biggest digital publisher in the US in terms of monthly active users, reaching 89% of that national audience. That's a long ways ahead of Disney, and only behind titans like Google, Facebook, and Amazon.

Again, does this make Twitter a good buy? Not necessarily, and some experts have argued as much. But in the unending race to attract eyeballs on the internet, maybe there's some rationale to Disney's reported interest after all.